You’ve heard the old adage “two heads are better than one,” and it’s true. That’s why the majority marketing departments work in partnerships or teams. Each individual on the team brings a unique perspective, a separate set of talents, and expertise that one person just doesn’t posses alone. So, if two heads are better than one, then what can be said about hundreds or thousands of heads vs. one?
Utilizing the expertise of multiple educated and experienced professionals is the idea behind crowdsourcing, and it’s one of the most brilliant ideas behind getting the results you want from your landing pages. Instead of pulling your hair out and worrying yourself to death about how to get your landing pages to convert, you can use the expertise of others by crowdsourcing out your landing page conversion optimization.
What to look for with a crowd optimization service?
There are a few different ways to go about crowdsourcing out your landing page optimization, but before even talking about that, it’s important to know what to look for with a crowd optimization service.
When finding a company to look over and optimize your landing pages, you should make sure they have an overall optimization strategy. In other words, you should find out whether or not the company knows what to look for in a successful landing page. When picking a company, look for a service that performs an evaluation based on the following criteria:
1. Relevance – It’s no secret that top search engines give more impressions to ads that are the most relevant to the searcher. Find a company that can easily determine whether or not the content on your landing pages is of utmost relevance to your target audience (and to Google’s algorithms), and change whatever needs to be changed in order to make sure you are getting the impression share you desire.
2. Location – One of the ways professionals determine where your calls to action should go is by evaluating where users are most likely to click. In fact, one crowdsourcing company, Crazyegg, has a whole report called a heat map that is dedicated to showing you exactly where your users click most often. When searching for a crowdsourcing service, you want to find a company that is familiar with where your calls of action should be located, based on where users click.
3. Distinction – Similar to location, the company you select should be able to make your calls of action prominent and easy to pick out. Your searchers want to immediately understand the action you want them to take. A good crowdsourcing company should help you optimize your landing page so your calls to action stand out with prominence.
4. Flow – The next thing to look for in a crowdsourcing service is someone who will evaluate the flow of your landing pages. They should be able to tell you whether or not the flow of your pages is logical and easy to access, and improve your copy as necessary.
5. Quality – The last criteria to look for is a service that will offer the highest quality. You want to make sure they know how to write high converting ad copy, and design (or recommend) landing pages that historically convert for your audience. Place special emphasis on the for your audience part of the last sentence, because there is never a one size fits all solution for landing page optimization. Be wary a company that thinks there is.
What your landing page should include.
Now that you understand what to look for in a crowdsourcing company, it’s also important to understand the basics of landing page optimization. If your landing page doesn’t already contain these elements, or if you hire out a crowdsourcing company to optimize your landing page, and they don’t come back with improvements on these elements, you know it’s time to make improvements, and/or it’s time to look elsewhere for service. Here are a few of the most important tips to optimizing your landing page.
1. Compelling content is key – This means your landing page should have the following:
– A descriptive, interesting, and SEO optimized headline
– An offer with a distinct call to action
– A compelling lead that entices your readers and introduced your product or services
– A list of benefits that highlights your products or services
2. SEO optimization – While content plays a huge role in getting your landing page to convert, and even though landing pages are generally paid search ads rather than organic listings, that doesn’t mean you can forget about SEO entirely. Your landing page should still contain keywords and optimized content that helps Google determine relevancy. You should SEO optimize the following on a landing page:
– Call to action
3. Quality design – If your design doesn’t appeal to your target audience, they may immediately click out of your ad. This is where using a crowdsourcing optimization service comes in really handy. These landing page optimization experts have tested hundreds of landing pages, and generally know what elements appeals to your target audience. Instead of you having to A/B test bunches and bunches of possible designs, you can simply look at their numbers, and use one of their highest converting designs.
4. Add some extra oomph! – Most crowdsourcing experts will recommend adding a few elements to really turn your audience on to your landing page. These can include any of the following elements:
– Testimonials from pleased customers
– An image or even a video
– Third party verifications
5. Targeted and customized information – You may be a company that has several different products and therefore you may run several different ads. Keep in mind that you need a unique landing page for each of these ads. It’s not enough to throw up a general landing page for every product, and call it good…not if you want conversions, that is.
Competitive Crowdsourcing Options
Pluralis is currently the industry leader in crowdsourcing of landing page optimization, and they currently focus their services primarily on landing page optimization. Signing up for their services is simple. You simply login, choose the landing page template you wish to optimize, over 2,500 optimizers will be available to customize the template and create the best version for you, and then they use A/B testing in order to pick the winning version. Pluralis is an excellent service, and if youre not a copywriter, designer, or great at delving into keyword research and testing, it’s a great way to go.
With Pluralis, you can also test out the program for free. Simply enter in the URL of your landing page, and give it a whirl.
Pluralis offers a few different pricing options including free to use their A/B testing, $99 for the silver package, $249 for the Gold, and they also offer an enterprise package for larger corporations that run a lot of paid search ads.
Crowdsource.com is similar to Pluralis in that you hire out your project to a team of qualified professionals. However, the implementation of how this is done is slightly different. Crowdsource.com will work with you to determine your goals and strategy. Then, they curate a team of writers, editors, designers, and moderators for your project. Finally, they launch a pilot to be optimized by professionals, and then continue to test and optimize for the duration of your time with Crowdsource.com
For information about pricing, contact crowdsource.com directly.
3. Crazy Egg
Crazy Egg is another great option for landing page optimization. Crazy Egg doesn’t offer crowdsourcing so much, but they offer enough reports that they make it super easy to optimize your landing page, and view the results yourself. If you are more interested in a hands-on landing page optimization experience, then Crazy Egg is a better option for you than Pluralis or Crowdsource.com. Some of the reports that Crazy Egg offers include:
– The Heat Map – This report gives you a visual breakdown of where people click most often on your landing page. It’s super easy to read and helpful in helping you determine which designs might convert best for you.
– The Scroll Map – The scroll map shows you how far down the page your visitors are viewing, and when they typically abandon the page. This also helps you with design and with knowing where to place your most important copy.
– The Overlay Report – The Overlay Report shows you the number of clicks you receive on each element of your page. This helps you know where to put links that convert into sales.
– The Confetti Report – Finally, the Confetti Report helps you differentiate all the clicks you get on your site segmented by referral sources, search terms, and more.
Whether your pick Pluralis, Crowdsource.com, or Crazy Egg as your service, you will be well on your way to making sure you get the results you desire from your landing pages.
Ashley R. Cummings is the owner of Searchlight Content and a freelance writer, specializing in online marketing, education, and travel. Connect with Ashley on Facebook or on Google+, and learn more about her on LinkedIn.